2018...resonate with these premium consumers they need to know how to authentically engage with...

© 2018 Great British Chefs. All rights reserved

EXPLORING BRITAIN’S FOOD LANDSCAPE 2018

2018

2018 Foodie Segmentation

© 2018 Great British Chefs. All rights reserved 1

Summary

In January 2018, Great British Chefs commissioned a third-party research company (SSI) to run a survey with a

nationally representative group of 3,000 people to get a better understanding of the food scene and the foodies

within it. This was the second national survey we had carried out – our first in early 2017 was based on 2,000

people. The same surveys were also completed separately by a sample of the Great British Chefs audience (5,986

in 2018).

It is clear that the British food revolution is continuing to gather momentum. Analysing the responses, we find

that whilst many Brits describe their food as homely and simple, there is a growing community of people who

describe their food as adventurous and international. An ever-increasing range of cuisines are being cooked and

unusual ingredients purchased.

Entertaining friends and family at home is on the rise across Britain and more and more people are agreeing

strongly with a series of key statements that we use to identify foodies. The rise of the kitchen as the centre of the

home continues, with people investing in renovations and installing the latest kit, such as induction hobs (10%)

and instant hot water taps. Food is being sourced from a broader range of channels and while supermarkets

dominate and the growth of online shopping continues, more people are buying from local butchers, fishmongers

and delicatessens.

As food continues to become a more important part of our personal identity, groups are emerging that follow

specific diets. While the vegan movement remains relatively small (5%), a large number of people are trying to

eat less meat and follow more of a plant-based diet (25%). While over 70% of people claim to eat everything, this

culinary diversity also leads to 45% of people eating protein substitutes like Quorn.

While vegetable boxes and meal kits remain nascent and the preserve of foodies, takeaways and delivered meals

are becoming more mainstream. Takeaways seem to have been redefined as something to enjoy rather than just

a speedy meal solution, something which can be seen in the number of foodies who are regularly ordering them.

However, against this backdrop is an increasing rejection of processed food and concerns over food safety. Over

70% of Brits believe that the government should be doing more to make food safe, a percentage that increases

to 88% amongst the key foodie segment. There is also a growing concern, particularly amongst foodies, of the

impact of Brexit on food prices. 2018 promises to be another complex year!

Regularly use takeaway delivery

services

Shop regularly online for groceries

Shop regularly at butchers

11% 21% 23%

The world of foodies is dynamic with significant changes even over the last 12 months. For brands to

resonate with these premium consumers they need to know how to authentically engage with them. Great

British Chefs has the insight and expertise to help brands win over this fast-growing influential audience.



The people we surveyed have been categorised into three segments (‘Committed Foodie’, ‘Weekend Foodie’ and

‘Home Cook’) depending on how strongly they agreed with 10 food-related statements – a method we found was

the most effective at discriminating foodies from non-foodies. The segments were created based upon how many

of the statements people strongly agreed with. As such, in order to qualify as a Committed Foodie someone

would need to strongly agree with at least five statements while a Weekend Foodie would need to strongly agree

with three or four statements.

This was a more stringent criteria than the one applied in 2017, when Committed Foodies only needed to strongly

agree with at least four statements and Weekend Foodies only two or three. This tightening of the qualification

criteria was done in response to the growing number of people who agreed with two statements which, in our

view, would have expanded the foodie population disproportionately from 32% to 40% of the UK. By raising the

criteria, the number of foodies in the UK stays broadly stable: 14 million in 2017 versus 13.6 million in 2018.

The segments

18-74 years old

Committedfoodie

Weekendfoodie

Homecooks

Strongly agree with 5+ statements

Strongly agree with 3 - 4 statements

Strongly agree with 2 statements or less

My friends expect me to know about the latest food trends

I enjoy entertaining friends and family with

meals at my home

I am happy to pay a bit extra for quality

food products

I spend a lot of time preparing food

I like to try out new recipes

I enjoy finding and buying unusual

ingredients

I enjoy trying gourmet food in expensive

restaurants

I would describe myself as a ‘Foodie’

I’m interested in where the ingredients

I buy come from

I enjoy talking about food and planning

what I am going to eat

7.7m17%

5.9m13%

31.5m70%



As witnessed in the research we carried out in 2017, the reality that foodies are based across Britain remains

constant. For brands trying to reach Committed and Weekend Foodies, only a national approach will allow them

to reach their potential, as the majority are based outside London.

While socio-economic factors have some influence over a person’s food choices and which foodie statements

they agree with, it is clear that the segments are not defined by socio-economic status. When food is a passion,

people are prepared to spend a bit more to get premium products and ingredients. Consumers do not spend

rationally when they love something, and foodies love food.

The largest group of Committed Foodies is the 25–34-year-olds, the generation that have truly lived through

Britain’s food revolution. Our approach to food is now a part of our self-definition and while different age groups

have very different views of food, foodies are united across age segments.

10%0% 20% 30% 40% 50% 60% 70% 80%

A B C1 55%

A B C1

A Higher managerial, administrative or professional

B Intermediate managerial, administrative or professional

C1 Supervisory role; clerical; junior managerial, administrative

Committed Foodie

Committed Foodie

10%0% 20% 30% 40% 50% 60% 70% 80%

A B C1 59%

56%A B C1




Weekend Foodie

Weekend Foodie

56%

10%0% 20% 30% 40% 50% 60% 70% 80%

A B C1 58%

18-240%

10%

15%

20%

25%

30%

5%

25-34 35-44 45-54 55-64 65+

Source: Google Analytics / National Food Survey 2017 (SSI)

53% 47%

51% 49%

56%A B C1

18%London

3%Wales

2%Northern

Ireland70%England (less London)

7%Scotland




The committed foodie audience is spread across Britain, with a London bias, ABC1, very evenly split between men and women and younger than the national average.

Committed Foodies

Committed Foodies

Committed Foodies

10%0% 20% 30% 40% 50% 60% 70% 80%

A B C1 59%

18-240%

10%

15%

20%

25%

30%

5%

25-34 35-44 45-54 55-64 65+

Source: Google Analytics / National Food Survey 2017 (SSI)

55% 45%

51% 49%

56%A B C1

18%London

6%Wales

1%Northern

Ireland66%England (less London)

9%Scotland




Weekend Foodies

The weekend foodie audience is spread across Britain, ABC1, evenly split between men and women and slightly younger than the national average.

Weekend Foodies

Weekend Foodies

Committed Foodie

Weekend Foodie

<250%

10%

15%

20%

25%

30%

5%

25-34 35-44 45-54 55-64 65+

Committed FoodieCommitted

Foodie

<250%

10%

15%

20%

25%

30%

5%

25-34 35-44 45-54 55-64 65+

Weekend FoodieWeekend

Foodie



When looking at the purchasing behaviour of Committed Foodies and Weekend Foodies, it is clear that they are

prepared to pay for quality above and beyond all other groups. This makes both of these groups (particularly the

Committed Foodie) a key target for premium brands.

This translates into brand purchasing and often loyalty, particularly for brands that have committed themselves

to delivering quality products and communicating intelligently with these audiences.

Brand purchasing

� Strongly agree

0

National

23% 28%

60

40

80

20

41%

74%

Socio- economic group AB

Weekend Foodie

Committed Foodie



National National

0 0

Weekend Foodie

Weekend Foodie

Committed Foodie

Committed Foodie

30 30 40 605010 1020 20

11% 34%

16% 39%

17% 42%

27% 51%

� % who buy it regularly � % who buy it regularly

Question: To what extent do you agree with the following statement: I am happy to pay a bit extra for quality food products



Tesco remains the destination of choice for everyone (including foodies) but it is Waitrose that over-indexes

significantly with this group. Aldi and Lidl’s offering has also been embraced by foodies with 35% of Committed

Foodies shopping at Aldi regularly (versus 28% of Brits). However, it is in independently owned shops that

we have seen the greatest change over the last year, perhaps driven by food scandals. Butchers, fishmongers,

delicatessens, farmers’ markets and Asian supermarkets are all being embraced by foodies like never before.

There has been a significant increase in how often we entertain friends and family at home over the last year,

as 33% of Brits now entertain every month (+6% versus 2017). Committed Foodies have also increased their

commitment to entertaining – it is worth targeting Committed Foodies as 64% entertain on a monthly basis

and are likely to consume more food and drink than others, clearly enjoying the whole process, showcasing and

sharing what they have discovered with their friends.

Shopping habits

Entertaining

Weekend Foodie

Weekend Foodie

0 0

Committed Foodie

Committed Foodie

30 30 504010 1020 20

10% 20%

12% 26%

27% 44%

� % who shop regularly � % who shop regularly

0 40 60 8020

National 33%

� At least every month

48%Weekend Foodie

64%Committed Foodie

National National

Fishmonger Butcher

Question: Roughly how often do you invite friends and family to your home for a meal that you cook yourself?



Our 2018 survey was also conducted with the Great British Chefs audience, with 5,986 responses collected.

This was then weighted to reflect the age and gender profile of our website traffic according to Google Analytics

and mapped against the national segmentation. This helped us to understand the profile of our audience, which

emerges overwhelmingly as a group of Committed Foodies.

The Great British Chefs audience is more premium than the national foodie segments. Our users are more

experimental, cook a wider range of dishes, own more equipment and are prepared to invest in quality. This

makes our audience particularly interested in relevant premium brands.

Great British Chefs

18–74 years old

Weekend Foodie

Committed Foodie

Home Cook

17% 59%

13% 17%

70% 24%




National

0 30 40 50 60 70 8010 20

A B C1 56%

77%A B C1

Weekend Foodie 59%A B C1

Committed Foodie 55%A B C1



As a business, we work directly with brands to help them win with foodies, by giving them the insight and advice

they need to engage Committed Foodies and Weekend Foodies. We develop integrated campaigns for these

brands that include inspirational content from top chefs and influencers and a combination of media, social

outreach and events. We pride ourselves on being able to consistently show that our audience buys significantly

more of our brand partners’ products than the national foodie segments.

We are a truly digital brand and invest our time and resources in delivering for our rapidly growing community

of foodies, which helped us deliver traffic growth of 30% in 2017. The quality of our content and performance of

our website (that is, according to Pingdom, faster than all other UK food sites including Jamie Oliver and Delicious

Magazine) means that our audience is more engaged and helps deliver an improved ROI for our brand partners.

Working with brands

2.55

1.78

1.631.59

1.35

� pages per visit � time on siteSource: alexa.com

Oct-Dec 2017.

If you would like to hear more about our approach, our deep insight into Britain’s 14 million foodies or our case

studies, please get in touch.

Ollie LloydCEO Great British Chefs

[email protected]

0 020 2030 3010 10

National National

32% 26%

Great British Chefs’ client A for 5 years Great British Chefs’ client B for 4 years

18% 18%

15% 11%Weekend

FoodieWeekend

Foodie

Committed Foodie

Committed Foodie

9% 7%

03:43

02:30

02:0101:56

01:49

Buy regularly Buy regularly



Food is a popular conversation topic in the UK, with over 60% of Brits agreeing that they enjoy talking about food

and what they are planning to eat. Food is an even more important topic with younger consumers, topping out at

76% of 18–25 year olds agreeing with this statement. Interest in food and meal planning is even higher amongst

Committed Foodies with virtually all enjoying this topic.

Talking food

Question: To what extent do you agree or disagree with the following statements about your interest in food: I enjoy talking about food and planning what I am going to eat

0 20 6040 80 100

National 62%

69%

99%

76%

� Strongly agree & slightly agree

60%

92%

Under 25 years old

Weekend Foodie

Committed Foodie

45–54 years old

Socio-economic group AB

National

Segmentation

Strongly agree Slightly agree Neither agree nor disagree

Slightly disagree Strongly disagree

23% 39% 19% 11% 8%



The majority of Committed Foodies (72%) strongly agree that they enjoy entertaining friends and family with

meals at home. This is substantially higher than the national figure of only 21% of Brits reporting the same

enjoyment from entertaining at home. Those in socio-economic group AB and 25–34-year-olds also report

increased enjoyment in entertaining with meals at home.

Entertaining

Question: To what extent do you agree or disagree with the following statements about cooking: I enjoy entertaining friends and family with meals at my home

0 20 30 50 604010 8070

National 21%

28%

72%

30%

� Strongly agree

41%

25–34 years old


Weekend Foodie

Committed Foodie

National

Segmentation



21% 33% 19% 14% 13%

Targeting foodies when they are entertaining offers significant potential for brands. Not only do foodies

invest in these moments but they also behave as advocates, spreading the word.



70% of Brits agree that they like to try new recipes (+2% on 2017). Women are significantly more into trying out

new recipes than men and those aged 25–34 like to try out new recipes the most. Unsurprisingly, Committed

Foodies are the most into culinary experimentation, with almost 90% of them strongly agreeing with the

statement ‘I like to try out new recipes’; almost three times the national figure.

New recipes

Question: To what extent do you agree or disagree with the following statement about cooking: I like to try out new recipes

0 50 9080706020 30 4010

Women


National

37%

89%

64%

� Strongly agree

31%

28%

34%

Committed Foodie

Weekend Foodie

Socio-economic group DE



31% 39% 15% 9% 6%

National

Segmentation

35–44 years old 36%

Foodies are always on the

lookout for new recipes

and ideas. Brands that can

associate themselves with

inspirational, authoritative

content can turn these

foodies into advocates.



Although only 21% of Brits report a strong interest in where the ingredients they buy come from, this number

rises significantly amongst Committed Foodies (69%) and the Great British Chefs audience (55%). Other key

demographics such as socio-economic group AB and 25–34-year-olds report moderately higher interest than the

national audience with just over a quarter strongly agreeing that they are interested in the origin of their ingredients.

Provenance

Question: To what extent do you agree or disagree with the following statement about your interest in food: I’m interested in where the ingredients I buy come from

0 2010 4030 50 60 70

21%

69%

26%

� Strongly agree

34%


Weekend Foodie

Committed Foodie

National

National

Segmentation



21% 38% 22% 13% 6%

Foodies are becoming more and more interested in the stories behind brands and the provenance of

ingredients. They demand more details than the average consumer and understand more nuanced

backstories.



52% of those in the UK agree they enjoy finding and buying unusual ingredients (+8% versus 2017). Older

audiences and men are the least likely to agree with this statement, while the younger and more affluent groups

are more likely to seek out something a little different. The more foodie the group, the more committed they are to

finding unusual ingredients – something that aligns with the wide repertoire of cuisines they are cooking at home.

Unusual ingredients

Question: To what extent do you agree or disagree with the following statement about your interest in food: I enjoy finding and buying unusual ingredients

0 50 80706020 30 4010

Women


National

22%


75%

36%

� Strongly agree

19%

8%

21%

Committed Foodie

Weekend Foodie

Over 65 years olds



19% 33% 22% 15% 10%

National

Segmentation



66% of Brits are prepared to pay a bit extra for quality products – an increase of 6% from 2017. This trend can also

be seen in the increasing number of people who are seeking out specialist retailers (e.g. butchers and fishmongers)

and also in the number of people who are seeking out specific and unusual items. 25–34-year-olds are the most

prepared to pay for quality, even more so than socio-economic group AB. Unsurprisingly, it is the foodies who are

the most prepared to invest in their passion.

Paying for quality

Question: To what extent do you agree or disagree with the following statement about your interest in food: I am happy to pay a bit extra for quality food products

� Strongly agree

0 806020 40


National


75%

41%

23%

28%

Committed Foodie

Weekend Foodie



23% 43% 20% 9% 5%

National

Segmentation

In categories dominated by retailers, brands should focus on justifying their premium to foodies, who are

open to paying extra if they believe in the credibility of the brand and their story.



While 87% of Brits claim to shop in supermarkets the online shopping revolution continues to gather pace, with

23% of the UK claiming to regularly shop for their groceries online. This has increased significantly in the last 12

months in terms of regular online shopping (+6%) and less so with occasional shopping (+2%). The audiences that

are most into online grocery shopping are younger (25–44) and foodie, with 38% of Committed Foodies and 29%

of Weekend Foodies shopping online for groceries regularly.

Online grocery shopping

Question: How often do you shop at the following? Data shown is for ‘online grocery services’.

0 20 30 4010

Socio-economic group DE 23%

National 23%

38%

29%

� Regularly

11%

29%

Under 25 years old

Weekend Foodie

Committed Foodie

Over 65 years old

Regularly Occasionally Never

23% 34% 43%

National

Segmentation



Since our last piece of research, there has been a significant shift towards more specialist shopping. The

percentage of Brits who shop regularly at butchers, fishmongers, farmers’ markets and delicatessens have all

increased. These increases are most significant amongst Committed Foodies and Weekend Foodies. We also

asked about bakeries, Asian supermarkets and health food shops, all of which are disproportionately attractive

to foodies.

Specialist shopping

Question: How often do you shop at the following? Data shown is for ‘regularly’.

8%

8%

10%

7%

25%

21%

11%

11%

16%

7%

27%

25%

10%

10%

12%

9%

27%

24%

21%

21%

26%

14%

44%

36%

Deli

Deli

Farmers’ market

Farmers’ market

Fishmonger

Fishmonger

Butcher

Butcher

Committed Foodie

2018

Weekend Foodie

National

2017

National

Segmentation



Nationally, Brits would describe their cooking as homely, traditional and simple. However, there is a marked

difference between the segments. Committed Foodies describe their cooking as adventurous, experimental and

international, as well as agreeing with some of the key national descriptors like homely and traditional. Younger

audiences (20–34), on the other hand, do not see their cooking style as traditional and describe it as far less

British than the general national population.

Style of cooking

Question: How would you describe your style of cooking?

Traditional

International

Homely

Experimental

Simple

Adventurous Modern

Committed Foodie

Committed Foodie

Weekend Foodie

Weekend Foodie

National

National

33%

24%

26%

38%

41%

44%

47%

54%

19%

51%

29%

50%

47%

47%

23%

34%

41%

56%

47%

19%

45%

25%

45%

34%

40%



While 72% of Brits consider over half their home cooking to be British, this decreases significantly amongst

younger (under-45s) and more foodie audiences. In terms of global cuisines, Italian tops the list of most regularly

cooked, followed by Indian, Chinese and Mexican. A number of more specialist cuisines (Moroccan and Japanese)

are clearly of great interest to foodies but to date have less traction with Brits as a whole.

British and international cuisine

Question: How much of your home cooked food would you describe as ‘British’?

Question: Which of the following cuisines do you cook at home from scratch? Data shown is for ‘regularly’.

For more insight into the cuisines that consumers are cooking, the types of restaurants they are visiting

and the countries they have been to, please get in touch with [email protected].

National

Most of it (90%+)

More than half (50% – 90%)

Quite a bit (less than 50% but

more than 20%)

Very little (less than 20%)

None

20% 52% 21% 5% 1%

Weekend Foodie

National

Committed Foodie

26%

37%

46%

47%

22%

30%

40%

30%

14%

25%

31%

29%

5%

7%

13%

12%

5%

8%

12%

8%

Indian Mexican

Segmentation

Chinese Moroccan Japanese



Amongst Brits, both vegetable boxes (5%) and meal kits (4%) have made a limited impact, with only a few people

buying them regularly. 12% of both Committed Foodies and the Great British Chefs audience are regularly

buying veg boxes, but only 2% of Home Cooks are using them. Despite meal kits technically falling under the

‘cheat’ category, they resonate more with Committed Foodies, the Great British Chefs audience and younger

people (25–34) than any other group.

Meal solutions and boxes

Question: How often do you use the following services? Data shown is for ‘vegetable boxes (e.g Abel & Cole, Riverford etc.)’ and ‘meal kits (e.g. Hello Fresh, Gusto)’.

Regularly RegularlyOccasionally Occasionally

VEG BOXES MEAL KITS

Weekend Foodie

National

Committed Foodie

5% 4%9% 13%

9% 7%13% 16%

12% 12%16% 18%

12% 11%22% 25%

Segmentation

Foodies enjoy culinary challenges, so when they are time-poor they are still being attracted by concepts that

allow them to create a meal out of random vegetables or assemble a meal solution that’s delivered in a box.



11% of the UK now claims to order a takeaway regularly. This doubles amongst under-34s and decreases

dramatically amongst the over-55s (less than 2% order regularly). Considering the average foodie’s obsession

with all things food, it is perhaps not surprising that all types of foodies are ordering takeaways far more regularly

than the non-foodie segment. This maybe due to the rise of services such as Deliveroo, which make a wider

variety of cuisines and higher quality dishes available for delivery.

The world of takeaways

Question: How often do you use the following services? Data shown is for ‘takeaway delivery (e.g. Deliveroo, UberEats)’.

Regularly Occasionally Rarely Never

11% 31% 22% 37%

� Regularly

0 20 255 1510

Socio-economic group DE 13%

Weekend Foodie 16%

22%

18%

11%

20%Committed Foodie

Under 25 years old


National

Segmentation

Takeaways have

undergone a

revolution over the

last five years as

delivery services have

partnered with more

and more premium

restaurants. While

younger audiences

currently over-index,

there is significant

potential to engage

older and more foodie

audiences.



While 5% of the UK is vegan, a further 8% is vegetarian and 7% is pescatarian, only 6% of the UK claims to never

eat meat. Despite the move towards more plant-based eating, beef (76%) is more popular than cod and salmon

and appeals across the spectrum. While lamb is cooked by more than 50% of the UK, its is particularly popular

with foodies. Duck and venison are growing in appeal amongst a more foodie and premium audience.

Meat consumption

Question: Which of the following do you eat? Data shown is for ‘meat’.

Question: Which of the following have you cooked in the last 6 months?

59%

68%

80%

71%

42%

76%

79%

91%

82%

61%

12%

16%

42%

24%

9%

Lamb Beef Venison

National

Committed Foodie

Under 25 years old

Weekend Foodie


77% 17% 6%

National

Segmentation



Fish consumption

Brits have always loved fish and only a tiny group claim to never cook it. Some of the most popular fish are cod and

salmon but there are many more species that are being cooked by the more foodie groups. It seems that Brits are

getting more ambitious as 23% are now cooking sea bass (+2% from 2017) and mackerel (+3% from 2017). The

numbers increase dramatically with the more foodie groups (particularly the Great British Chefs audience), even

amongst the more niche and premium items.

Question: Which of the following do you eat? Data shown is for ‘fish’.

Question: Which of the following have you cooked in the last 6 months?

23%

32%

55%

42%

17%

23%

31%

49%

40%

12%

53% 6%

64% 8%

78% 25%

69% 15%

47% 6%

Sea bass Mackerel Salmon Monkfish

National

Committed Foodie

Under 25 years old

Weekend Foodie


55% 36% 9%

National

Segmentation



While the fact that our survey was completed in early January will clearly affect the results, it is clear that a large

number of Brits are trying to live healthier lives. 34% of Brits are actively trying to eat less meat, 25% are trying

to follow a more plant-based diet and 45% are avoiding sugar where possible. Interestingly, amongst the more

foodie groups, this trend towards healthy eating is even more pronounced. That said, they are still prepared to

enjoy unhealthy things from time to time!

Health agenda

Question: To what extent do you agree or disagree with the following statement about health and lifestyle: I try to eat what I know is right for me

Question: Which of the following statements do you agree with? I avoid sugar where possible; I am actively trying to eat less meat; I am trying to follow more of a plant-based diet. (agree)

National 45%

48%

49%

49%

34%

37%

44%

44%

25%

32%

35%

40%Committed Foodie

Weekend Foodie

I avoid sugar where possible

I am actively trying to eat

less meat

I am trying to follow more of a plant based diet

Strongly agree

Slightly agree

Neither agree nor disagree

Slightly disagree

Strongly disagree

18% 47% 23% 9% 4%

National

Segmentation



There has been a significant rise in the percentage of Brits that claim to be avoiding certain types of foods. There

are now large percentages of the population who identify as vegan (5%), pescatarian (7%), vegetarian (8%) and

flexitarian (24%). While 11% of Brits claim they have an allergy that affects what they can eat, the reality remains

that the majority of Brits claim they eat ‘pretty much everything’ (74%).

Culinary tribes

Question: Which of the following statements do you agree with? I am a vegan; I am vegetarian, I am a flexitarian. (agree)

National 5%

9%

7%

5%

7%

9%

8%

14%

11%

8%

9%

11%

24%

27%

32%

28%

26%

33%

Under 25 years old

Committed Foodie


Weekend Foodie

Vegans Vegetarians Flexitarian

Segmentation

The eating habits of Brits are changing rapidly and it is vital that brands remain connected to this. Great

British Chefs provides its clients with an ongoing stream of research to help them win in market. Get in

touch to see how Great British Chefs can help you grow faster.



Protein substitutes are eaten by almost 50% of the population at least occasionally and this increases to over 60%

amongst the more foodie audiences. Younger audiences are also far more likely to eat protein substitutes than

older audiences by a significant margin. While Quorn (45%) and tofu (27%) are relatively mainstream, tempeh

(10%) and jackfruit (12%) remain relatively niche.

Emergence of protein substitutes

Question: Which of the following do you eat? Data shown is for ‘protein substitutes (e.g. Quorn)’.

Question: Do you use any of the following protein substitutes? Data shown is for ‘regularly’ and ‘occasionally’.

Quorn Tofu Tempeh Jackfruit


14% 32% 53%

Weekend Foodie

National

Committed Foodie

45–54 years old

National

Segmentation

45%

54%

58%

43%

63%

27%

38%

47%

24%

49%

10%

17%

24%

4%

23%

12%

18%

28%

5%

24%



43% of consumers say they tend to stay away from processed and prepared foods, with the more foodie groups

avoiding processed foods the most. This is leading to significant groups of people embracing the DIY food

revolution and making things from scratch. An impressive number of Brits have made bread (29%), cocktails (23%)

and jam (15%) at home in the last 12 months. There is also a group of foodies that is fully engaged with avoiding

processed food completely, choosing to make ketchup (9%), preserve fruit (8%) and even create yoghurt (7%).

Avoiding processed food

Question: To what extent do you agree or disagree with the following statement about health and lifestyle: I tend to stay away from processed or prepared foods

0 20 4030 5010 60 70

43%National

49%

65%


37%

58%


Weekend Foodie

Committed Foodie

Under 25 years old



13% 30% 28% 20% 9%

Great British Chefs has deep insight into the DIY food revolution and has helped a number of brands

harness this growing trend. To understand how your brand can leverage our insight please get in touch.

National

Segmentation



There is a strong belief in Britain that the government should be doing more to make food safe, with 70% of Brits

agreeing with the statement, ‘The government should do more to ensure food in the UK is safe’. The strength of

this view increases amongst women (76%) and Committed Foodies (88%). It is also interesting to note that socio-

economic groups DE (74%) agree with this statement more strongly than ABs (65%). It seems likely that recent

food scandals involving major companies such as 2 Sisters and older events including the horsemeat scandal have

contributed to this strength of feeling.

Need for government regulation

Question: To what extent do you agree or disagree with the following statement: The government should do more to ensure food in the UK is safe

0 20 30 50 604010 80 9070

National 70%

72%

88%

74%


65%

83%


Weekend Foodie

Committed Foodie




32% 38% 23% 5% 2%

National

Segmentation



Under 25 years old

Considering all the news surrounding Brexit, it’s somewhat surprising that only 52% of Brits agree they are

concerned about its potential impact on food prices. However, the more you care about food, the more this

level of concern increases. Amongst Committed Foodies this increases to over 70%, while for Home Cooks this

decreases to less than 50%. Women and younger audiences are also significantly more concerned than older

audiences and socio-economic groups DE.

Impact of Brexit on food prices

Question: To what extent do you agree or disagree with the following statement: I am worried that Brexit will cause a significant rise in food prices

Segmentation

National

0 20 30 50 604010 70


National

71%


41%

62%

57%Weekend

Foodie

Committed Foodie

Over 65 years old



21% 31% 23% 12% 12%

48%

52%

56%

41%

FOR MORE INFORMATION, CONTACT

Amanda Burningham:[email protected] – 020 7837 5925

www.greatbritishchefs.com www.greatitalianchefs.com

2018...resonate with these premium consumers they need to know how to authentically engage with...

Documents